Nativo and Sharethrough Curated Native, Bought Direct

The short version: Bought through the wrong path, a Sharethrough impression loses somewhere between eighteen and thirty cents in every euro to intermediaries before it reaches the publisher, and none of that appears in your DSP report as waste. This engagement is about buying the same inventory on one path, in curated deals, with the unit rendering the way the publisher's own editorial does. How we buy: Through your DV360 or Trade Desk seat rather than ours, so the data and the deal relationships stay with you when the engagement ends. Sharethrough supply comes in as curated deal IDs assembled against a named publisher list, checked against ads.txt and sellers.json, with a single authorised path per publisher. Duplicate paths are switched off rather than bid down. On Italian supply that usually leaves a working list of forty to seventy domains, which is a shorter list than most agencies would show you and is exactly the point. Nativo is bought as a rendering decision. Its integrations place the unit inside the publisher's own article template, and for developer and energy advertisers the difference between a unit that belongs on the page and one that is bolted onto it shows up in scroll depth rather than in click-through rate. Nativo's hosted article experience gets used where your own site cannot take a new page quickly. Otherwise the click goes to your domain, which we prefer, because that is where your remarketing and your analytics already live. Attention rather than viewability: Viewability tells you a pixel was on screen. We buy against attention scoring, using Adelaide's AU metric where a deal supports it and time-in-view with scroll velocity where it does not, and we drop deals in the bottom quartile after the first month regardless of how attractive their CPM looks. Made-for-advertising domains are excluded by list and by heuristic. The ANA's 2023 programmatic transparency study put roughly fifteen percent of open-market spend on such sites, and none of it belongs in a native buy. Who this fits: Advertisers who cannot appear on the arbitrage tier: listed developers, vehicle manufacturers and importers, energy companies running corporate power purchase or efficiency campaigns aimed at procurement directors. It also suits a fixed window, a launch, a subscription period or a trade fair, where a booked deal's certainty is worth more than an auction's efficiency. What you receive: The curated deal set with the reasoning per publisher, the campaign build in your seat, the article or hosted experience, a mid-flight read at the point a third of the budget is spent, and a closing document stating what the money bought in attention and post-click terms. One round of publisher-direct negotiation is included where a title is worth buying outside the exchange altogether. Not in scope: No open-exchange native. If the brief needs open-exchange scale to reach a CPM target, we are the wrong supplier and the target is the problem. No dynamic creative optimisation across hundreds of permutations, because native creative is won by judgement about four headlines rather than by machine permutation. No retail media, no connected TV, no audio. We are asked about these monthly and the answer has not changed. Not for you if: You need the first impression inside a week. Curation, publisher checks and creative approval put launch around three weeks out, and a curated buy assembled in three days is the open exchange with a deal ID attached to it.